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Branding Unbound: The Future of Advertising, Sales, and the Brand Experience in the Wireless Age How can wireless technology help you stay on top in today's marketplace? Let Rick Mathieson count the ways, in this handy guide written especially for readers not technologically oriented. Step into the marketplace of today and you'll find a vertiginous kaleidoscope of brands, images, slogans and advertising. As products battle boisterously for attention, the vast majority of new companies and brands disappear within months of their launching. Consumers are just too bombarded to notice most of what's out there. Those brands that do build a target market niche must be always vigilant in defending against aggressive imitators. In such a stressful, high-octane environment, the role of technology becomes especially important – and, often, especially intimidating. Business professionals without a particular affinity for technology may wonder whether they are getting the most from their wireless marketing strategy, yet feel ill-equipped to make the necessary assessment. And this is where Rick Mathieson comes in, with his gift of a book. In Branding Unbound: The Future of Advertising, Sales, and the Brand Experience in the Wireless Age,Mathieson tackles the dilemma of presenting wireless marketing strategy to a general corporate audience, and does an admirable job. Camera phones, car GPS locators, EZ-passes, and similar advances are popular advances that have brought amazing levels of convenience to the masses. But the wireless technologies that enable us to experience these services have a much broader range of potential applications. With patience and clarity, Mathieson explains how McDonald's, Starbucks, Wal-Mart, and other top names in business are using a vast array of similar innovations to change the customer experience for the better. So powerful and bracing is this trend that growth in the wireless marketing industry is expected to top $33 billion globally by 2007.Branding Unbound is ahead of its time in seeing the need to bring the major principles of wireless marketing strategy to open-minded, but not yet completely informed, decision-makers in businesses of all sizes. His discussion features:
The author's exclusive interviews with top marketing strategy thinkers and experts in the field add weight and balance to his own observations. Numerous case studies will give readers extra ideas, contributing to the book's overall informative thrust. Written for today's professional, it will give motivated marketers and branders the confidence to pick up the wireless technology at their disposal and make it work for them. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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